The Influence of Ubud Destination Quality on Brand Image, E-Wom and Revisit Intention

Ubud Village is a well-known tourist destination in Bali, with its own distinct features and characteristics centered on culture and arts such as dance, painting, and architectural sculpture/carving, as well as its beautiful and natural natural beauty, making it a viable destination option. Tourism for cultural, spiritual, and recreational purposes. Because of the fierce competition among tourist destinations, Ubud must continue to compete and improve the quality of the destination, as well as the image/brand of the destination that is communicated through electronic media (e-WOM), which can influence the intention to visit and revisit intention to Ubud.The Servqual model was used to measure consumer perceptions of service quality at this location, which consists of five dimensions: tangible, empathy, reliability, responsiveness, and assurance. Then there's the impact on Ubud's image / brand image, as well as influence of e-WOM on revisit intention. Data was gathered from 156 domestic tourists who had visited Ubud in the previous three years. To establish the complexity of the relationship between latent variables and their indicators, the data were analyzed using Partial Least Square (PLS) statistics with the Smart PLS 3.0 computer tool.The results of this study indicate that each of the variables of Ubud destination quality, image/brand image, and e-WOM have a positive and significant effect on revisit intention. Then the quality of the Ubud destination also has a positive and significant effect on the image / brand image, and e-WOM. Other findings, image/brand image, and e-WOM are known to be able to mediate positively and significantly on the indirect effect of Ubud Destination quality on revisit intention.

confront is providing quality service, which is a necessary prerequisite for success in the rapidly increasing and highly competitive global hospitality business. Tourism Destination Quality, namely: "the result of a process that implies the satisfaction of all tourism products and services required, requirements and expectations of consumers at an acceptable price in accordance with the terms of a mutually accepted contract and implicit underlying factors such as safety and security, cleanliness, accessibility, communication, infrastructure, and public facilities and services. It also involves ethical aspects, transparency and respect for the human, natural and cultural environment" World Tourism Organization (2017).

Brand Image
The main driver of brand equity is brand image, which relates to consumers' overall views and feelings about a brand and has an impact on their behavior (Zhang, 2015;Mira and Yasa, 2015;Sari and Yasa, 2019;Asdiana and Yasa, 2020;Gita et al. al., 2020). According to Hsieh, et al., (2004) in Mathur and Nathani (2016), a strong brand image enables customers to identify requirements that may be met by a brand and to distinguish the brand from its competitors, hence expanding the options and possibilities for consumers to purchase products. The image of a destination is a critical factor in making a destination decision (Bonn, et. al., 2005) in (Tosun, et.al. 2015). Then it is stated that in addition to influencing the decision to choose a destination, the image of a destination also affects the intention to visit again (Kandampully et.al, 2011).

Electronic Word of Mouth (e-WOM)
Word of mouth is one of the oldest forms of communication delivery (Dellarocas, 2003) oral person-to-person communication / verbal communication between individuals to other individuals or between the sender and recipient of the message which includes elements of a product, service or brand (Arndt, 1967) mentioned in Huete-Alcocer (2017). Then in Jalilvand (2012) it is stated that word of mouth has been known as one of the most influential sources of information transmission. Technological advances and the emergence of online social networking sites have changed the way information is delivered, and this phenomenon has an impact on consumers because this easily accessible information can greatly influence consumption decisions. Then Hennig-Thurau et.al., (2004) in (Jalilvand, 2012) states that electronic word of mouth (e-WOM) is a positive or negative statement made by real and potential consumers about a product or company that allows it to be shared. access by the general public and institutions through the internet. Negative theory argues that negative eWOM is more easily absorbed by visitors than positive eWOM; as a result, negative eWOM may have a bigger negative impact on travel and revisit intention. On the plus side, acquiring new tourists costs five times more than keeping existing visitors (Yeoh et al., 2015). Electronic Word of Mouth (e-WOM) messages can successfully lower the risks and uncertainties that customers face when purchasing items or services, affecting their buying intentions and decision making (Chartterjee, 2001). (Bambauer-Sachse and Mangold, 2011;Asdiana and Yasa, 2020).

Revisit Intention
Revisit intention to a destination is referred to as the intention to visit again. Because visitor retention costs are substantially lower than acquiring new visitors (Um et al., 2006in Abubakar et al., 2017, destination marketers are interested in learning what motivates tourists to return (2016). According to Chen and Tsai (2007), behavioral intention is defined as a tourist's decision to return to the same tourist location or be inclined to suggest it to others. Then (Han & Kim, 2010) in Stylos, et al., (2016) and Adinegara et al. (2017), states that the intention to return to a tourist destination is defined as individual readiness and willingness to repeat visits to the same destination.

Hypothesis and Conceptual Framework for Research
The quality of Ubud destinations is indicated to have a direct influence on the brand image, revisit intention and e-WOM Ubud. Brand image and e-WOM are also indicated to have an effect on revisit intention. As well as the role of brand image and e-WOM in mediating the relationship between destination quality and revisit intention. The conceptual framework of the research is shown in Figure 1 below: European Journal of Business and Management www.iiste.org ISSN 2222-1905(Paper) ISSN 2222-2839(Online) Vol.13, No.22, 2021 Figure 1. Conceptual Framework for Research on the Effect of Destination Quality of Ubud on Brand Image, e-WOM and Revisit Intention The research hypothesis is formulated as follows, based on the theoretical concepts and empirical findings described: Effect of destination quality on revisit intention to Ubud Baker and Crompton (2000) in their research use satisfaction and service quality as a measure of revisit intention. It was found that perceived service quality has been shown to be a good predictor of tourist intention to revisit the annual festival (visitors future behavioral intention). In research (Timur, 2018) it is stated that there is a significant and positive relationship between service quality and revisit intention to the thermal tourism business. This study measures the quality of a tourist destination, namely Ubud, where the research variable adapts the service quality model using Servqual. So the first hypothesis is formulated as follows: H1 : Destination quality has a positive and significant effect on revisit intention to Ubud Ditcher (1985) in his research on the concept of image reveals that image perception does not only come from the individual or the quality of a product but is also influenced by the opinions of others. Meanwhile, Aydin and Ozer (2005) in their research revealed that consumer perceptions of the quality of a product directly affect the image of the product. Similar research was conducted by Setyadi et al., (2017); Malik et al., (2012) who found that quality has a positive and significant effect on brand image partially. Based on this research, the second hypothesis can be formulated: H2 : The quality of the Ubud destination has a positive and significant effect on the Ubud's brand image

Effect of brand image on revisit intention to Ubud
Many studies have been conducted on the effect of destination image on the choice of tourist destinations and the intention to return (Chen and Tsai, 2007;Kamenidou, et al, 2009;Som, et al., 2012;Abubakar and Ilkan, 2016). Then Som and Badarneh (2011) in their research on tourist satisfaction and return visits, state that destination image is a determining factor that can have a significant effect on satisfaction and revisit intention. Destination image has a major contribution to the Revisit Intention of tourists to come to these tourist attractions, the decision of the Revisit Intention of tourists is very influential on the image of the destination owned by a particular tourist spot in Iran (Abubakar and Ilkan, 2016). Destination image also has an effect on post-purchase evaluation and affects behavior such as perceived value, intention to revisit and willing to recommend it to others (Chen and Tsai, 2007;Adinegara et al., 2017). Based on this research, the hypotheses tested are: H3 : The image of Ubud has a positive and significant effect on revisit intention to Ubud Effect of the destination quality on the electronic Word of Mouth (e-WOM) Parasuraman et al., (1994) revealed that many studies that discussed service quality stated that customer satisfaction was formed from service quality. A positive and significant relationship between tourist satisfaction with promoting was found in the research of Hulkman et al., (2012). In their research, Saodin et al., (2019) revealed that e-service quality has a significant impact on electronic word of mouth, a study on consumers at three-star hotels in Lampung. In other related studies also indicate that an e-WOM message has an important meaning for a consumer in obtaining information about the quality of a product or service (Chevalier and Mayzlin, 2006). This will be an important source of reference for consumers in building the decision-making process. The tested hypotheses are: H4 : Destination quality has a positive and significant effect on the electronic Word of Mouth (e-WOM)

Effect of electronic Word of Mouth (e-WOM) on revisit intention to Ubud
Jalilvand and Samiei (2012) state that e-WOM is very influential on the selection of tourist destinations. Vermeulen and Seegers (2009) conducted a study of 168 respondents to determine the impact of online reviews on tourist behavior in choosing hotels. The study revealed that positive online reviews can encourage tourist behavior towards decision making in choosing a hotel. In Prayogo and Kusumawardhani's research (2017) e-WOM has a significant impact on the intention to return to a tourist destination. The information they get from the internet for e-WOM can attract the attention of visitors because it is easy and practical. In the modern era, a good destination image and good quality of service are not enough, e-WOM has proven to be a low cost effective way to promote a tourism site. Based on these empirical studies, the fifth hypothesis can be formulated: H5 : Electronic Word of Mouth (e-WOM) Ubud has a positive and significant effect on revisit intention to Ubud.

The role of brand image in mediating the influence of destination quality on revisit intentions to Ubud
As a consequence of the conceptual framework model of the research that has been described previously, the next hypothesis can also be drawn, namely the role of image in mediating the influence of destination quality on the intention to return to Ubud. H6: Image significantly mediates destination quality on revisit intentions to Ubud.

The role of electronic word of mouth (e-WOM) in mediating the effect of destination quality on revisit intentions to Ubud
Then the last hypothesis which is also a consequence of the research concept framework model is the role of electronic Word of Mouth (e-WOM) in mediating the influence of destination quality on the intention to return to Ubud. H7: Electronic Word of Mouth (e-WOM) significantly mediates the destination quality on the revisit intentions to Ubud.

Research Method
This research is an explanatory research, where in explaining the relationship between variables is done through hypothesis testing. This research was conducted in June 2021 with the predictor variable (X) in this study is the quality of the destination and the response variable (Y) in this study is the brand image/image and e-WOM and the intention to visit again. The population in this study were 156 respondents of domestic tourists who had visited Ubud at least once in the last 3 years. The number of samples is determined using the formula 4x the number of indicator variables. Determination of the sample in this study is non-purposive sampling, so there are questions that function as a filter at the beginning of the questionnaire.
The questionnaire is divided into four sections: first, a statement identifying the destination's quality and its five dimensions, which is measured by fifteen indicators; second, a statement identifying the image / brand image, which is measured by three indicators; third, a statement identifying electronic word of mouth, which is measured by five indicators; and fourth, a statement identifying the intention to return, which is measured by three indicators. A Likert scale was used to rate the statements, with 1 indicating strong disagreement and 5 indicating strong agreement. The study instruments' validity and reliability were examined. The Partial Least Square (PLS) method was utilized to analyze the data in this study.

Data Analysis 4.1 Characteristics of Respondents
The majority of respondents (34%) were in the age range of 24 to 32 years, followed by respondents in the age range of 32 to 40 years (30.1%), respondents in the age range of 40 years (23.1%), and finally respondents in the age range of 16 to 32 years (23.1%). By 12.8 percent in 24 years. In terms of gender, female respondents account for 62.2 percent of the total, while male respondents account for 37.8%. According to respondents' education statistics, the majority of respondents have a last education level of S1, accounting for 62.8 percent of the total. Then followed by respondents with the last educational level of Diploma/equivalent, which was 16 percent, then respondents with the last education level of SMA/Vocational School with a total percentage of 10.9 percent and respondents with the last education level Postgraduate having the smallest number, namely 10.3 percent. Based on data on the type of work, the majority of respondents' types of work are private employees with a total percentage of 54.5 percent. Then followed by respondents with other types of work by 17.3 percent, followed by respondents with professional types of work (Doctors, Lecturers, Consultants, Lawyers) with a total of 12.2 percent. Furthermore, respondents with the type of work are self-employed with a total of 9 percent, students/students with a total percentage of 5.1 percent and the last is civil servants with a total of 1.9 percent.

Evaluation of the outer reflective indicator model Convergent validity test
The average variance extracted (AVE) value in each variable reveals convergent validity. All of the variables given in Table 1 have an average variance extracted (AVE) value greater than 0.5 in this study, indicating that they all meet the convergent validity criterion. The results of this test reveal that all indicators are legitimate and feasible indicators for measuring the variables in question.

Inner model evaluation
The direct influence significance test, indirect effect testing, and evaluation of the influence of each exogenous variable on endogenous variables are all part of the inner model test. The R-Square, significance value, and research hypotheses from the research model will be tested using all of these tests.

R-square
Shows the strength and weakness of the influence that arises from the variation of exogenous variables on endogenous variables. In Ghozali (2012) it is stated that the R-Square (R2) value of 0.75 is classified as a strong model, while the R-Square (R2) value of 0.50 is classified as a moderate model and the R-Square (R2) value is 0. 25 is a weak model.

Q -square (Q 2 )
The value of Q-square (predictive relevance) has a value with a range of 0 < Q2 < 1, where the closer to 1 means the better the model. The results of these calculations obtained the value of Q 2 is 0.706 or 70.6 percent, which means that the model has a good value. Thus, it can be explained that 70.6 percent of the variation in Brand Image (Y1), Electronic Word of Mouth Ubud (Y2) and Revisit Intention (Y3) variables have predictive relevance.

Hypothesis testing Direct effect test
Hypothesis testing in this study uses a structural equation model from SEM with the Partial Least Square technique using the SmartPLS 3.0 program. The basis used in testing the hypothesis is the value contained in the output path coefficients and the total effects on each path for direct effects as presented in Table 5.  2222-1905(Paper) ISSN 2222-2839(Online) Vol.13, No.22, 2021 1) Destination Quality towards Revisit Intention has t statistic of 2.108 > T-table (1.96), and P value of 0.036, because P values < 0.05 (0.036 < 0.05) then the hypothesis is accepted. Thus this shows that the Destination Quality of Ubud with its indicators has a positive and significant effect on Revisit Intention with its indicators. Then it can be seen from the value of the path coefficient that is positive at 0.208 and it also means that the higher the Destination Quality of Ubud, the higher tourist Revisit Intention. 2) The Destination Quality of Ubud on the Brand Image has t statistic of 12.111, and P value of 0.000, because P values < 0.05 (0.000 < 0.05) then the hypothesis can be accepted. This shows that there is a positive and significant effect between Ubud Destination Quality on Ubud Brand Image which can be seen in the path coefficient of 0.604 which is positive, because the positive path coefficient value means that the Ubud Destination Quality is positive on the Ubud Brand Image. This means that the higher the quality of the Ubud Destination, the more capable it is to improve the Ubud Brand Image. 3) Ubud's Brand Image on Revisit Intention has t-statistic value of 2.645, and P-value of 0.008, because P values <0.05 (0.008 <0.05), the hypothesis can be accepted. This shows that there is a significant influence between the Ubud Brand Image on Revisit Intention. Seen from the positive value of the path coefficient of 0.250, it can be interpreted that the higher the Ubud Brand Image, the higher tourist Revisit Intention. 4) The Destination Quality of Ubud on the Electronic Word of Mouth has t statistic of 9.086, and P value of 0.000, because P values < 0.05 (0.000 < 0.05) then the hypothesis can be accepted. This shows that there is a positive and significant influence between the Quality of Ubud Destinations on Electronic Word of Mouth which can be seen in the path coefficient of 0.551 which is positive, because the path coefficient value is positive, meaning that the Quality of Ubud Destinations is positive on Electronic Word of Mouth. This means that the higher the quality of the Ubud Destination, the better the Electronic Word of Mouth. 5) Electronic Word of Mouth on Revisit Intention has a t statistic of 2.383, and P value of 0.018, because P values < 0.05 (0.018 < 0.05) then the hypothesis can be accepted. This shows that there is a positive and significant influence between Electronic Word of Mouth Ubud on Revisit Intention which can be seen in the path coefficient of 0.216 which is positive, because the path coefficient value is positive, meaning Electronic Word of Mouth Ubud is positive on Revisit Intention. This means that the better the Electronic Word of Mouth, the higher tourist Revisit Intention.

Indirect effect test
If the VAF value is above 80%, then it indicates a full mediation role (full mediation). If the VAF is between 20% -80% then it can be categorized as partial mediation. However, if the VAF is less than 20%, it means that there is no mediating effect. Examination of the mediating variables in this study will examine the mediating role of the  www.iiste.org ISSN 2222-1905(Paper) ISSN 2222-2839(Online) Vol.13, No.22, 2021 76 2) Electronic Word of Mouth Ubud is able to positively mediate the indirect effect of Ubud Destination Quality on Revisit Intention. These results are shown from the mediation test that was carried out producing a t statistic value of 2.227, and a P values of 0.026, because P values < 0.05 (0.026 < 0.05), then seen from the path coefficient value positive value of 0.119, the hypothesis can be accepted.

Discussion
The path coefficient of Ubud Destination Quality towards Ubud Brand Image is 0.604 and has a t statistic of 12.111. The path coefficient shows that Ubud Destination Quality has a positive influence on the Ubud Brand Image. Thus this shows that the higher the quality of the Ubud Destination, the more capable it is to improve the Ubud Brand Image. This presentation is in line with several previous studies, namely the research conducted by Okeudo (2013) and Aspizain (2016) which used the five dimensions of Service Quality, finding a very significant influence between Service Quality on Brand Image in their research on the aviation industry. Setyadi (2017) who found that there was a positive and significant relationship between Service Quality and Brand Image in his research on the retail industry.
The path coefficient of the Ubud Brand Image to Revisit Intention is 0.250 and has a t statistic of 2.645. The path coefficient shows that the Ubud Brand Image has a positive influence on Revisit Intention. Thus, this shows that the higher the Ubud Brand Image, the more capable it is to increase the Revisit Intention. This explanation is in line with previous research conducted by Sudarmiatin (2019) and Prabowo, et.al (2020) which stated that destination image had a positive and significant effect on revisit intention. In addition, Destari (2017) in his research also mentions that destination image has a positive and significant effect on the intention to return to the tourism industry. Destination image plays an important role in creating revisit intentions because tourists will decide to revisit a destination influenced by the image they want to highlight from the products offered. This is also in accordance with the Ubud Brand Image indicator which received the highest score in the table, namely the indicator "Ubud has a unique reputation based on culture".
The path coefficient of Ubud Destination Quality towards Electronic Word of Mouth Ubud is 0.551 and has a t statistic of 9.086. The path coefficient shows that Ubud Destination Quality has a positive influence on Electronic Word of Mouth Ubud. Thus, this shows that the higher the quality of the Ubud Destination, the more capable it is to improve the Electronic Word of Mouth Ubud. This explanation is in line with several previous studies, namely Prabowo, et.al (2020) which in their research found that Service Quality had a positive and significant effect on Electronic Word of Mouth. Uslu (2020) who found that there was a significant relationship between Service Quality and Revisit Intention in his research on a local restaurant business in Diyarbakır -Turkey.
The coefficient of the Electronic Word of Mouth Ubud path to Revisit Intention is 0.216 and has a t statistic of 2.383. The path coefficient shows that Electronic Word of Mouth Ubud has a positive effect on Revisit Intention. Thus, this shows that the higher the Electronic Word of Mouth Ubud, the more capable it is to increase the Revisit Intention. This explanation is in line with several previous studies, namely Prabowo, et.al (2020) which stated that the Word of Mouth had a positive and significant effect on revisit intention in budget hotel Airy Rooms. In addition, a similar study was also conducted by Kitapci, et.al (2014) which stated that the word of mouth had a positive and significant effect on repurchase intention in the public health industry in Turkey.
The Ubud Brand Image path coefficient on the indirect effect of Ubud Destination Quality on Revisit Intention is 0.151 and has a t-statistic value of 2.620. The path coefficient shows that the Ubud Brand Image has a positive influence in mediating the Quality of Ubud Destinations on Revisit Intentions. Thus, this shows that the higher the Ubud Brand Image, the more capable it is to increase the indirect effect of Ubud Destination Quality on Revisit Intention. This presentation is in line with previous research, namely Ardila's research (2017) which states that Brand Image has a positive and significant effect on the relationship between service quality and Revisit Intention.
The path coefficient of the Electronic Word of Mouth Ubud on the indirect effect of Ubud Destination Quality on Revisit Intention is 0.119 and has a t-statistic value of 2.227. The path coefficient shows that Electronic Word of Mouth Ubud has a positive influence in mediating the Quality of Ubud Destinations on Revisit Intentions. Thus, this shows that the higher the Electronic Word of Mouth Ubud, the more capable it is to increase the indirect effect of Ubud Destination Quality on Revisit Intention. This presentation is in line with several previous studies, namely Liu and Lee's (2016) research on the airline industry and Prabowo, et.al (2020) research on the hotel industry which states that Word of Mouth has a positive and significant effect in mediating service quality on revisits European Journal of Business and Management www.iiste.org ISSN 2222-1905(Paper) ISSN 2222-2839(Online) Vol.13, No.22, 2021 77 intention.

Implications, Limitations, and Future Research
The findings of this study contribute to the existing literature, especially regarding destination quality, brand image, electronic Word of Mouth (e-WOM) and intention to return to Ubud. This study not only empirically examines the direct relationship but also the mediating effect between the selected variables. This study uses image (brand image) and electronic Word of Mouth (e-WOM) as mediating variables. This study is expected to provide empirical evidence of implications, and theoretically to expand on previous studies that examined the effect of Ubud destination quality, Ubud brand image, electronic Word of Mouth (e-WOM) Ubud and intention to return to Ubud and the influence of indirectly mediated by the variable image (brand image) and electronic Word of Mouth (e-WOM). In addition, this research is also expected to contribute to the development of marketing management science, especially with regard to the variables in this study that can have a positive and negative influence between exogenous and endogenous variables and their significance on revisit intention to a destination. The results of this study are expected to provide consideration for policy makers regarding the management of Ubud as a tourist destination, in an effort to maintain the Ubud tourist destination as a quality destination so that it can maintain the title achieved and be able to compete with other international tourist destinations.